When setting up your conversion tracking methods, we recommend that you send events through both a website tag, such as the Insight Tag or the image pixel, and Conversions API for increased reliability and a more complete view of the customer journey. The website tag shares events from a browser and Conversions API shares events from your server.
Deduplication overview
Using multiple methods to share events is known as a redundant setup. It’s important to keep in mind, if you’re using a redundant setup, we might receive the same events from both the browser and the server. To prevent counting the same events more than once, you’ll need to set up deduplication.
Deduplication allows us to identify the same events being passed using multiple methods, discard the duplicate (redundant) event, and only count the conversion once.
How deduplication works
For any conversion that you send through multiple methods, you must create a conversion rule for each data source (browser and server). After you create a conversion rule, you can implement a logic to pick up the eventId from the browser and send it with the corresponding event from your server.
For example, if we receive an Insight Tag event and a Conversions API event from the same account with the same eventId, we discard the Conversions API event and only count the Insight Tag event in campaign reporting.
Set up deduplication
To set up deduplication, please review our Deduplication documentation in the Microsoft Help Center. You can set up deduplication manually or through your Tag Manager. After you set up deduplication, check that both the Conversions API event and the Insight Tag event are showing in Campaign Manager. To review, go to your Conversion Tracking page, and make sure Conversions is selected at the top.
Here's a tip
Because we deduct redundant events from the Conversions API conversion count, the Insight Tag event will typically have a higher count if deduplication is working correctly.